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Author: Jonathan R. Copulsky
Publisher: St. Martin's Press
ISBN: 0230120342
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Author: Jonathan R. Copulsky
Publisher: St. Martin's Press
ISBN: 0230120342
Category : Business & Economics
Languages : en
Pages : 258
Get Book Here
Book Description
As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Author: Nathalie Nahai
Publisher: Kogan Page Publishers
ISBN: 1398602221
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels? Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships. Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization.
Author: Ray Rothrock
Publisher: AMACOM
ISBN: 081443925X
Category : Computers
Languages : en
Pages : 272
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Book Description
In the Digital Age of the twenty-first century, the question is not if you will be targeted, but when. Are you prepared? If not, where does one begin? For an enterprise to be fully prepared for the immanent attack, it must be actively monitoring networks, taking proactive steps to understand and contain attacks, enabling continued operation during an incident, and have a full recovery plan already in place. Cybersecurity expert Ray Rothrock has provided for businesses large and small a must-have resource that highlights: the tactics used by today’s hackers, vulnerabilities lurking in networks, and strategies not just for surviving attacks, but thriving while under assault. Businesses and individuals will understand better the threats they face, be able to identify and address weaknesses, and respond to exploits swiftly and effectively. From data theft to downed servers, from malware to human error, cyber events can be triggered anytime from anywhere around the globe. Digital Resilience provides the resilience-building strategies your business needs to prevail--no matter what strikes.
Author: Hamish Pringle
Publisher: Kogan Page Publishers
ISBN: 0749455721
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers. Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.
Author: Eric Greitens
Publisher: Houghton Mifflin Harcourt
ISBN: 054432398X
Category : Psychology
Languages : en
Pages : 319
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Book Description
A masterpiece of warrior wisdom: how to be resilient, how to overcome obstacles not by "positive thinking" or self-esteem, but by positive action. The bestselling author, Navy SEAL, and humanitarian Eric Greitens offers a self-help book unlike any other.
Author: Honey Makhija
Publisher: OrangeBooks Publication
ISBN:
Category : Business & Economics
Languages : en
Pages : 355
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Book Description
About the Book “Brand You” is the ultimate guide to building a powerful, memorable, and authentic personal brand that stands the test of time. Written by Honey Makhija, this book provides a comprehensive roadmap for taking control of your narrative, defining your unique value, and positioning yourself as an authority in your field. Whether you’re an entrepreneur, a professional, or someone looking to elevate your influence, “Brand You” offers the strategies and tools you need to craft a personal brand that turns heads and leaves a lasting impression. From mastering the art of first impressions to building a digital presence that reflects your true self, each chapter covers the essential components of personal branding in an engaging and relatable way. With real-world examples, practical tips, and step-by-step exercises, Honey breaks down the complexities of branding into simple, actionable steps that anyone can implement. “Brand You” is more than just a book—it’s a blueprint for creating a personal brand that unlocks new opportunities and positions you for long-term success. If you’re ready to transform your identity into a powerful asset, this book is your guide to making it happen.
Author: ABBEY THOM SUNIL
Publisher: The Opus Coliseum
ISBN: 9394542728
Category : Law
Languages : en
Pages : 133
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Book Description
यत्र वेदाः कथयन्ति ब्रह्मणः चरितं च, तत्रैव लब्धं विपणनं धर्ममार्गेण च ।। Burning out in the corporate world, Maya, a young marketing whiz, seeks solace in the serene Himalayas. There, under the tutelage of a wise sage, she embarks on an extraordinary journey. Through his teachings, Maya unlocks the secrets of ancient Indian knowledge – myths, philosophies, and time-tested educational methods – and discovers their profound connection to the art of branding. “Brand Nirmāṇaṁ” is not just Maya's diary; it's a revelation for you. Prepare to be surprised and inspired as you explore the power of ancient storytelling, archetypal characters, and the timeless principles of customer connection. This book reveals the source of branding brilliance – the rich tapestry of Indian wisdom – and empowers you to create brands that resonate and fulfill their purpose.
Author: Gabriella Lojacono
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110723514
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Resilience of Luxury Companies in Times of Change is a book for executives and Masters' level students taking courses in luxury management. It offers an insight into the current and emergent business models and strategies luxury companies apply to remain resilient in times of change. It explores a variety of business models answering the following key questions: What is each brand’s value proposition used to attract a consumer’s willingness to pay? What is each brand’s target audience? How do brands navigate and expand their markets? And how do luxury companies organize their resources to design and develop products and services to continually sell to their customers? The answers to these questions provide the foundation of a luxury company’s business strategy and, as a result, its brand architecture. The authors also explore the patterns that have emerged in the ownership, management and the manufacturing in luxury goods companies, where dominance is usually found in certain countries. This book focuses on six key industries in the luxury product sector: fashion, automotive, hospitality, furniture, cosmetics and jewellery. It provides an international perspective with examples drawn from Europe, USA, the Middle East, China and Japan. Through these examples and cases, the authors analyze how luxury companies are facing the challenges posed by external shocks and an extensive need for digitalization. Using concepts and theories from macroeconomics (such as globalisation) and corporate and business strategy, the book aims to connect the dots between theory and practice. Resilience of Luxury Companies in Times of Change provides perspectives of the past, present and future – how luxury companies have evolved over time and managed to stay resilient despite the challenges they have faced through the different eras.
Author: Iwona Otola
Publisher: Taylor & Francis
ISBN: 1003822843
Category : Business & Economics
Languages : en
Pages : 145
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Book Description
In a turbulent environment, companies face disruptive events and must build organisational resilience in order to thrive. This unique book offers new, cutting-edge research on how trust can build and develop resilience. The authors combine theoretical and empirical perspectives on the two issues of trust and organisational resilience in an environment that is difficult to predict. The authors firstly discuss the challenges the turbulent environment poses before exploring the influence of trust and providing practical case studies on topics such as brand trust, dynamic capabilities and business models. Examples are drawn from high-growth enterprises demonstrating first-hand how organisations that develop trust have survived turbulent conditions. This novel book is the first to combine the two disciplines of trust and resilience and will be a valuable reference for researchers and upper level students of strategic management and crisis management in particular.
Author: Aaron C.T. Smith
Publisher: Springer
ISBN: 3319488546
Category : Business & Economics
Languages : en
Pages : 254
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Book Description
Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.
